The Palgrave Handbook of Interactive Marketing

Foreword
Acknowledgements
Contents
Notes on Contributors
List of Figures
List of Tables
1 Interactive Marketing is the New Normal
	1 What Are the Unique Features of This Handbook?
	2 Who Will Benefit from Reading This Book?
	3 Organization of the Book
		3.1 Part 1: Advancement of Interactive Marketing: An Overview
		3.2 Part 2: Technology Development and Interactive Marketing
		3.3 Part 3: Interactivity in the Virtual World
		3.4 Part 4: Platform Revolution and Customer Participation
		3.5 Part 5: EWOM and Influencer Marketing in the Interactive Era
		3.6 Part 6: Predictive Analytics and Personalized Targeting
		3.7 Part 7: Practical Implications of Interactive Marketing
		3.8 Part 8: A Necessary Evil? Unintended Consequences of Interactive Marketing
	References
Part I Advancement of Interactive Marketing: An Overview
2 Evolution of Research in Interactive Marketing: A Bibliometric and Thematic Review
	1 Introduction
	2 Method
	3 Results
	4 Conclusion
		4.1 Key Takeaways
		4.2 Future Directions
	References
3 From Direct Marketing Toward Interactive Marketing: The Evolving Interactive Marketing Tools
	1 Introduction
	2 Literature Overview
		2.1 Websites
		2.2 Branded Apps
		2.3 Banners
		2.4 Email
		2.5 Social Media
		2.6 Online Chatbots
		2.7 Augmented Reality
		2.8 Virtual Reality
		2.9 Location-Based Messages
		2.10 Interactive Advertising Screens
	3 Discussion and Insights for Future Directions in Interactive Marketing
		3.1 Conclusion
		3.2 Implications for Practice
		3.3 Future Research
	References
4 Bridging the Theory and Practice of Digital Marketing from Interactive Marketing Perspective: A Historical Review
	1 Introduction
	2 Literature Review and Background
	3 Methodology
	4 Results and Discussion
		4.1 1990–1999: The Dawn of New Beginnings
		4.2 2000–2004: Understanding the Rules of Digital Marketplaces
		4.3 2005–2009: The Rise of Multichannel Marketing
		4.4 2010–2014: Rules of the Interactive Web
		4.5 2015–2020: The Rise of the Customer Kingdom
	5 Conclusion and Future Research
	References
5 Interactive Digital Marketing Mechanisms: The Significance in Digital Transformation
	1 Introduction
	2 Literature Review
		2.1 Interactive Digital Marketing (IDM): The Conceptualisation and Definition
		2.2 The Importance of Interactive Digital Marketing (IDM) in Digital Transformation
	3 IDM Mechanisms
		3.1 Background
		3.2 The Conceptual Framework
		3.3 An Analysis of IDM Mechanisms
	4 The Case Study of NZ Post
		4.1 Business Background
		4.2 Te Iho Programme (Digital Transformation Project)
		4.3 IDM Mechanisms in Digital Transformation
		4.4 The Challenges of the Digital Transformation Project
	5 Discussion, Implications and Conclusion
	References
6 Empowering Consumers in Interactive Marketing: Examining the Role of Perceived Control
	1 Introduction
	2 Defining Perceived Control in Interactive Marketing
	3 Interactivity and Perceived Control
	4 Effects of Perceived Control in Interactive Marketing
		4.1 Effects of Perceive Control on Affective Responses
		4.2 Effects of Perceive Control on Cognitive Responses
		4.3 Effects of Perceived Control on Behavioral Responses
	5 Moderating Factors that Influence the Effects of Perceived Control
		5.1 Dispositional Factors of the Consumer
		5.2 Consumer Motivation
		5.3 Personalization
	6 General Discussion
		6.1 Theoretical Implications
		6.2 Managerial Implications
	References
7 How Brands Drive Electronic Word-of-Mouth in an Interactive Marketing Environment: An Overview and Future Research Directions
	1 Introduction
	2 Summary of Brand and WOM Research
		2.1 The Definitions of WOM and eWOM
		2.2 WOM Research and Branding
	3 Overview of Interactive Marketing Environment
	4 Future Research Questions
		4.1 Future Research Questions on New Age Technologies: AI
		4.2 Future Research Questions on New Age Technologies: VR
		4.3 Future Research Questions on New Age Technologies: AR
		4.4 Future Research Questions on Platform Revolution: Social Shopping Sites
		4.5 Future Research Questions on Platform Revolution: Virtual Brand Communities
		4.6 Future Research Questions on Participatory Culture: Digital Influencers
		4.7 Future Research Questions on Participatory Culture: Virtual Influencers
	5 Conclusion
	References
Part II Technology Development and Interactive Marketing
8 Technological Innovations in Interactive Marketing: Enhancing Customer Experience at the New Retail Age
	1 Introduction
	2 Literature Review and Theoretical Background
		2.1 New Retail
		2.2 Retail Customer Experience
	3 Emerging Retail Innovations for Interactive Marketing
		3.1 Physical Showrooms for Online Purchases
		3.2 The Smart Mirrors
		3.3 Virtual Worlds and Enhanced
		3.4 Checkout-Free Stores
		3.5 Facial Recognition Based Shopping
		3.6 Visual and Voice-Based Search
		3.7 The Drones
		3.8 Chatbots
	4 Retail Innovations and Interactive Retailing
	5 Managerial Implications to Interactive Marketing the Retailing
	6 Conclusion
	References
9 The Role of Artificial Intelligence in Interactive Marketing: Improving Customer-Brand Relationship
	1 Introduction
	2 Chatbot Service Quality Dimensions
	3 Customer-Brand Relationship (CUBR)
	4 Response
	5 Theoretical Background
		5.1 Stimulus: Chatbot Service Quality Dimensions
		5.2 Organism: Customer-Brand Relationship
		5.3 Response: e-WOM
	6 Discussion
		6.1 Theoretical Contributions and Implications
	References
10 How Internet of Things Is Shaping Consumer Behavior? The Interactive Experience Between Customer and Smart Object
	1 Introduction
	2 Literature Review
		2.1 AI Technology Advancement Optimization of the Customer Experience
		2.2 Consumer Experience and Object Experience Emergence in the Internet of Things
	3 How Interaction Experience Enhances Customer Engagement in a Smart Speaker: An Empirical Study
		3.1 Research Purposes and Questions
		3.2 Literature Review and Hypotheses’ Development
			3.2.1 Effects of Interaction Experience Levels on Customer Engagement
			3.2.2 The Moderating Effects of User Types
			3.2.3 The Moderating Effects of Parasocial Interaction
		3.3 Method and Experimental Design
			3.3.1 Experimental Design and Participants
			3.3.2 Stimulus Materials
			3.3.3 Procedure
			3.3.4 Measurements
		3.4 Manipulation Check and Measurement
			3.4.1 Manipulation Check
			3.4.2 Measurement Validation
		3.5 Findings
			3.5.1 Effects of Interaction Experience Levels on Customer Engagement
			3.5.2 Moderating Effects of User Types and Parasocial Interaction
	4 Conclusion
	References
11 The Physical Presence and Relationship Distance for Efficient Consumer–AI-Business Interactions and Marketing
	1 Introduction
	2 Classification of AI Systems and Devices in Marketing
	3 The Role of AI in the Marketing Strategy of Companies
		3.1 External Service Robots and Their Role for Consumer Interactions in Service Delivery
		3.2 External Chatbots and Voice Assistants and Their Role in Consumer Services and Support
		3.3 Personal Voice Assistants and Their Role in Consumers’ Buying Decisions
		3.4 Personal AI Assistants and Their Role in Assisting Consumers’ Household Activities
	4 Discussions and Future Implications
		4.1 Implications for Consumer–AI Relations
		4.2 Implications of the Consumer–AI Relations on the Marketing Strategies of Companies
		4.3 Implications of Consumer–AI Interaction on the Marketing Strategies of Companies
		4.4 Managerial and Practical Implications
		4.5 Future Research Directions
	5 Conclusions
	References
12 Humanizing Chatbots for Interactive Marketing
	1 Introduction
	2 Computer Agents Versus Human Avatars
	3 Anthropomorphism of Chatbots
		3.1 Chatbot Humility
		3.2 Anthropomorphism, Social Presence, and Parasocial Interaction
	4 Human Emotions in Consumer–Chatbot Interaction
	5 Emotional and Empathetic Intelligence
	6 From Consumer–Chatbot Interaction to Relationship
	7 The Uncanny Valley Effects of Chatbot Anthropomorphism
	8 Conclusion
	References
13 Affective Interaction with Technology: The Role of Virtual Assistants in Interactive Marketing
	1 Introduction
	2 Theoretical Revision of Emotion
	3 Communication Tools in Interactive Marketing
		3.1 Text
		3.2 Image
		3.3 Sound
	4 Virtual Assistants
		4.1 The Evolution of Virtual Assistants
		4.2 Virtual Assistants in Interactive Marketing
		4.3 Emotions When Interacting with Virtual Assistants
	5 General Discussion
	References
Part III Interactivity in the Virtual World
14 Augmented Reality in Interactive Marketing: The State-Of-The-Art and Emerging Trends
	1 Introduction
	2 Background and Related Work
		2.1 AR and Interchangeable Terms
		2.2 A Theoretical Framework for Interactive AR Marketing
	3 Method
		3.1 Literature Review
		3.2 Practitioner Interviews
	4 Conceptual Overview of Interactive AR Marketing
		4.1 Use Scenarios and Contexts
		4.2 Devices and Technologies
		4.3 Virtual Product Types
		4.4 Consumer Response to AR Marketing
		4.5 Small Retailers’ Perspective
	5 Discussion
		5.1 Future Trends in Research and Practice
		5.2 Limitations
	6 Conclusion
	References
15 Interactive Marketing with Virtual Commerce Tools: Purchasing Right Size and Fitted Garment in Fashion Metaverse
	1 Introduction
	2 Limitations of E- and M-Commerce for Interactive Marketing in Fashion Retail
		2.1 E-Commerce
		2.2 M-Commerce
		2.3 Limitation of Immersion, Interactivity, and Attraction During Product Examination
		2.4 Inaccuracy of Size and Fit During Online Shopping
	3 Advantages of Virtual Commerce for Interactive Marketing in Fashion Retail
		3.1 Metaverse Environment
			3.1.1 Fashion Metaverse
		3.2 Interactive Features of Fashion Metaverse in Virtual Commerce
			3.2.1 Virtual Reality (VR)
			3.2.2 Augmented Reality (AR)
			3.2.3 Mixed Reality (MR)
			3.2.4 3D Body Scanning Mobile Applications
	4 The AIDA Model and Interactive Marketing with Virtual Commerce Tools
	5 Discussion and Conclusion
	References
16 Virtual Influencer as a Brand Avatar in Interactive Marketing
	1 Introduction
	2 The Positioning of Human Influencers
		2.1 History and Conceptualization of Human Influencers
		2.2 Development and Effectiveness of Influencer Marketing
		2.3 Conceptualization of the Relationship Between Human Influencers and Their Followers
			2.3.1 Social Influence Theory
			2.3.2 Parasocial Relationship Theory
			2.3.3 Pseudo Interpersonal Relationship Theory
	3 Virtual Influencers—A New Frontier in Interactive Marketing
	4 Human Influencers Versus Virtual Influencers
		4.1 Developmental Trajectories
		4.2 The Consumer Perspective
		4.3 Recommendations for the Interactive Strategy of Brands
	5 Avenues for Future Research
	6 Conclusion
	References
17 Sentimental Interaction with Virtual Celebrities: An Assessment from Customer-Generated Content
	1 Introduction
	2 Study 1
		2.1 Literature Review
		2.2 Method
		2.3 Findings
			2.3.1 The Perception of the Hatsune Miku Figure
			2.3.2 The Perception of the Whitney Houston Figure
		2.4 Discussion
	3 Study 2
		3.1 Literature Review
		3.2 Method
		3.3 Findings
			3.3.1 Japanese Customers’ Satisfaction with Project DIVA MEGA39’s
			3.3.2 American Customers’ Satisfaction with Project DIVA X
		3.4 Discussion
	4 General Discussion
	5 Conclusion
	References
18 The Conceptualization of “Presence” in Interactive Marketing: A Systematic Review of 30 Years of Literature
	1 Introduction
	2 Presence in Interactive Marketing
	3 Method
		3.1 Journal and Search String
		3.2 Inclusion and Filtering Criteria
	4 Results
		4.1 Conceptual Definitions of Presence and Developments in Interactive Marketing
			4.1.1 Technological Antecedents
			4.1.2 Subdimensions of Presence
			4.1.3 Cognitive Processes
		4.2 Investigations of Presence in Interactive Marketing
			4.2.1 Affective Attitudinal Responses toward Content and System
			4.2.2 Cognitive Perceptions of the Content, System, and Self-perceptions
			4.2.3 Behavioral Intention and Actual Behaviors
			4.2.4 Memory: Contradictory findings and Potential Explanations
	5 Discussion
		5.1 Theoretical Implications
		5.2 Future Directions
		5.3 Practical Implications
		5.4 Limitations and Future Research
	6 Conclusion
	References
Part IV Platform Revolution and Customer Participation
19 The Platform Revolution in Interactive Marketing: Increasing Customer-Brand Engagement on Social Media Platforms
	1 Introduction
	2 Literature Review
		2.1 Customer Engagement and Its Determinants
		2.2 Customer-Brand Engagement and Social Media Platforms
		2.3 Customer-Brand Engagement Measurement in Social Media
	3 Methods
	4 Findings
		4.1 Customer-Brand Engagement on Social Media Platforms
		4.2 Interactional Content of Brands on Social Media Platforms
	5 Discussion
		5.1 Theoretical Implications
		5.2 Managerial Implications
		5.3 Limitations and Future Research
	References
20 When in Rome, Do as the Romans Do: Differences of Interactive Behaviors Across Social Media Networks
	1 Introduction
	2 Categories, Representatives, and User Demographics of Social Media
		2.1 Social Networking
			2.1.1 Facebook
			2.1.2 LinkedIn
		2.2 Content Sharing
			2.2.1 YouTube
			2.2.2 Twitter
		2.3 Social Knowledge, News, and Bookmarking
			2.3.1 Wikipedia
			2.3.2 Reddit
		2.4 Social Shopping, Rating, and Reviewing
			2.4.1 Amazon
			2.4.2 Yelp
		2.5 Virtual World
			2.5.1 Second Life
			2.5.2 MMORPGs
	3 Main Interactive Marketing Functions of Social Media
		3.1 Organic Contents
		3.2 Influencer Marketing and Social World-of-Mouth (WoM)
		3.3 Social Advertising
		3.4 Social Event Planning
		3.5 Social Listening and Social Care
	4 Social Media Analytics, Measurement, and Ethical Issues
		4.1 Social Media Analytics and Measurement
		4.2 Ethical Concerns About Social Media Interactive Marketing
	5 General Discussion
	References
21 Enhancing Customer–Brand Interaction: Customer Engagement on Brand Pages of Social Networking Sites
	1 Introduction
		1.1 Literature Review
			1.1.1 Social Networking Sites
			1.1.2 Nature of Social Networking Sites
			1.1.3 Overview of Social Networking Sites Studies from the Interactive Marketing Perspective
			1.1.4 Customer Engagement
		1.2 Conceptual Framework Development
			1.2.1 Stimulus–Organism–Response
			1.2.2 Social Exchange Theory
		1.3 Drivers of Customer Engagement on SNSs
			1.3.1 Customer Involvement
			1.3.2 Practical Benefits
			1.3.3 Social Benefits
			1.3.4 Customer Trust
			1.3.5 Purchase Intention
			1.3.6 Relationship Between Customer Involvement and Customer Engagement
			1.3.7 Relationship Between Practical Benefits and Customer Engagement
			1.3.8 Relationship Between Social Benefits and Customer Engagement
			1.3.9 Relationship Between Customer Engagement and Customer Trust
			1.3.10 Relationship Between Customer Engagement and Purchase Intention
	2 Fabric Handicraft
	3 Results, Findings, and Discussion
	4 Implications of the Study
		4.1 Theoretical Implications
		4.2 Managerial Implications
	5 Limitation and Future Studies
	6 Conclusion
	References
22 Live Streaming as an Interactive Marketing Media: Examining Douyin and Its Constructed Value and Cultural Preference of Consumption in E-commerce
	1 Introduction: Douyin and Interactive Marketing
	2 Literature Review
		2.1 Douyin Recruits and Fosters Immaterial Creative Labor
		2.2 Douyin Exerts Influential Manipulating Power on Both Creators and Users
		2.3 Douyin and Its Function Achieve an SOC
		2.4 Theoretical Suggestion: The Mechanism of Interactive Marketing on Douyin
	3 Main Body of the Chapter: Empirical Data of the Chinese Douyin Example to Support the Theoretical Framework
		3.1 Findings Concerning the Douyin Celebrities Related to “Immaterial Creative Labor,” “Sense of Community,” and “Influence of Douyin”
		3.2 General Discussion: The Application of Mechanism of Interactive Marketing in Douyin
	4 Conclusion
	References
23 Interactive Experience of Collaborative Online Shopping: Real-Time Interaction and Communication
	1 Introduction
	2 Literature Review
		2.1 Customer Experience and Touchpoints
		2.2 What is Interactivity?
		2.3 Interactivity Through Touchpoints of COS
		2.4 Interactive Experience of COS Technology
			2.4.1 Interactive Experience with COSPs
			2.4.2 Interactive Experience with Shopping Companion
	3 General Discussions
	References
Part V E-WOM and Influencer Marketing in the Interactive Era
24 Reconceptualizing eWOM Communication: An Interactive Perspective
	1 Introduction
	2 Literature Review
		2.1 Reconceptualizing eWOM: An Interactive Marketing View
		2.2 Typology of Interactive eWOM Media
		2.3 Review-Based eWOM Media
		2.4 Community-Based eWOM Media
			2.4.1 Personal Sharing-Based eWOM Media
	3 Discussion
		3.1 Interactive eWOM Strategies
			3.1.1 Proactive eWOM Strategies
			3.1.2 Reactive eWOM Strategies
	4 Future Research Agenda in Respect of Interactive eWOM
		4.1 EWOM Media-Informed Future Research Directions
			4.1.1 Interpersonal Interactions on Personal Sharing-Based Media
		4.2 Cross-Media Research
		4.3 The Rise of Social Media Influencers
		4.4 EWOM Beyond a Marketing Concept
		4.5 EWOM Strategies-Informed Research Directions
			4.5.1 Managerial Guidelines for eWOM Management
		4.6 EWOM Strategies and Resource Management
		4.7 EWOM Media Providers’ Strategies
	5 Conclusion
	References
25 Complaint Handling and Channel Selection in the Interactive Marketing Era
	1 Introduction
	2 Interactive Channels for Complaint Behavior
		2.1 Private Complaint Channels
		2.2 Public Complaint Channels
	3 Consumer Complaint Behavior in Interactive Channels
		3.1 Typologies of Complainants
		3.2 Complainants’ Goals in Interactive Channels
		3.3 Why Are Complainants Turning to Interactive Channels?
	4 Brands’ Response Strategy for Complaint Handling in Interactive Channels
		4.1 Observers, a Motive of Concern for Companies
		4.2 Complaint Handling Strategies in Interactive Channels
	5 Conclusions
	References
26 What Do We Know About Influencers on Social Media? Toward a New Conceptualization and Classification of Influencers
	1 Introduction
	2 Conceptualizing Influencers: Origin, Definition, and Classification
		2.1 Origin and Evolution of the Influencer Phenomenon
		2.2 Proposal of a New Definition of Influencer
		2.3 Differences Between Influencers and Celebrities
		2.4 Typology of Influencers: Proposal of a New Classification Based on Potential Reach
	3 Factors that Explain Influencers’ Impact on Followers
		3.1 Influencer-Related Factors
		3.2 Relationship-Related Factors
		3.3 Media-Related Factors
		3.4 Message-Related Factors
		3.5 Audience-Related Factors
	4 Influencer Marketing. Brand-Influencer Collaborations in the New Interactive Marketing Era
		4.1 Flexibility in the Creation of Sponsored Content
		4.2 Remuneration
		4.3 The Debate About Disclosure
	5 Conclusions and Research Agenda
	References
27 Influencer Marketing: A Triadically Interactive Relationship Between Influencers, Followers, and Brands
	1 Introduction
	2 The Influencer-Follower Relationship
		2.1 How and Why Followers Interact with Influencers
		2.2 How and Why Influencers Interact with Their Followers
	3 The Influencer-Brand Relationship
		3.1 The Influencer Perspective
		3.2 The Brand Perspective
	4 The Follower-Brand Relationship
	5 General Discussion
		5.1 Conceptual Contribution
		5.2 Managerial Implications
	6 Directions for Future Research
	References
28 Optimising the Effect of Influencer Marketing: Exploring Consumers’ Interaction with Different Influencer Types on Instagram
	1 Introduction
		1.1 Theoretical Gaps and Contribution
	2 Definitions of Social Media Influencers
		2.1 Influencer Types—An Under Examined Context
	3 Consumer Brand Engagement in a Social Media Context
	4 Social Media Campaigns
		4.1 Influencers and Social Media Campaigns
		4.2 Examples of a Successful Social Media Campaign
	5 The Source Credibility Theory
		5.1 Attractiveness
		5.2 Expertise
		5.3 Trustworthiness
	6 Engagement Rates with the Different Influencer Types—Empirical Evidence
		6.1 Consumer Engagement Rates Formula with Different Influencer Types
		6.2 Celebrity, Mega and Macro Influencers
		6.3 Engagement with Different Influencer Types Based on the Source Credibility Model
			6.3.1 Attractiveness
			6.3.2 Expertise
			6.3.3 Trustworthiness
	7 Discussion
		7.1 Knowledge Advancement to Influencer Marketing
		7.2 Practical Implications
		7.3 Insight into Future Research Directions
	8 Conclusion
	References
Part VI Predictive Analytics and Personalized Targeting
29 Applying Predictive Analytics in Interactive Marketing: How It Influences Customer Perception and Reaction?
	1 Introduction
	2 Literature Review
		2.1 Predictive Analytics
		2.2 Customer Engagement
	3 A Theoretical Framework for the Effects of Predictive Analytics on Customer Engagement
		3.1 Positive Influence Through Need for Meaningful Affiliation
		3.2 Negative Influence Through Sense of Control
		3.3 Moderating Effect of Self-Construal
		3.4 Moderating Effect of Data Use Transparency
		3.5 Moderating Effect of Trust
	4 General Discussion
		4.1 Theoretical Contributions
		4.2 Practical Implications
		4.3 Future Research Directions
	References
30 AI-Based Recommendation Systems: The Ultimate Solution for Market Prediction and Targeting
	1 Introduction
	2 Literature Review
		2.1 Artificial Intelligence Overview
		2.2 Interactive Marketing in Artificial Intelligence Era
		2.3 Recommendation Systems (RS)
			2.3.1 Personalization
			2.3.2 Recommendation Systems Overview
			2.3.3 Types of Recommendation Systems
		2.4 Retargeting
		2.5 Personalized Recommendations, Proven Results—Amazon Case Study
	3 Conclusion, Implications, and Future Research
	References
31 Deep Learning Applications for Interactive Marketing in the Contemporary Digital Age
	1 Introduction
	2 Literature Review
		2.1 Synopsis of DL
		2.2 Marketing Activities
	3 Contemporary DL Applications
		3.1 Customer Acquisition, Expansion, and Retention
			3.1.1 Predictive Modelling
			3.1.2 Curse of Dimensionality
			3.1.3 Complex Data Processing
			3.1.4 Role of Specificity
			3.1.5 Customer Privacy
		3.2 Marketing Communication
			3.2.1 Language Denotation
			3.2.2 Language-Image Nexus
			3.2.3 Exploiting Latent Similarity
			3.2.4 Exploring Links
		3.3 Product Innovation
		3.4 Descriptive Feature Identification
			3.4.1 Indirect Feature Extraction
	4 Discussions
		4.1 DL Benefits and Challenges
		4.2 Practical and Managerial Implications
		4.3 Looking Forward
	References
32 Personalized Recommendation During Customer Shopping Journey
	1 Introduction
	2 Conceptualization
		2.1 Personalized Recommendation System
			2.1.1 Personalized Recommendation
	3 Review Methodology
	4 Thematic Analysis
		4.1 Technology Acceptance
		4.2 Persuasion
		4.3 Attitude Formation
		4.4 Human-Recommenders Interaction
		4.5 Consumer Response
		4.6 Consumer Decision-Making
	5 Discussion
		5.1 Prepurchase
		5.2 Purchase
		5.3 Post-Purchase
	6 Future Research Directions
	7 Conclusion
	References
33 Location-Based Proximity Marketing: An Interactive Marketing Perspective
	1 Introduction
	2 Location-Based Proximity Marketing
		2.1 The Proximity Marketing Concept
		2.2 Benefits of Proximity Marketing
		2.3 Types and Practices of Applied Proximity Marketing Technologies
	3 Literature Review on Proximity Marketing
		3.1 Descriptive and Exploratory Research
		3.2 Theoretical Foundations
		3.3 Antecedents and Consequences of Proximity Marketing Acceptances
			3.3.1 Extant Descriptive Studies on Antecedents and Consequences of Proximity Marketing
			3.3.2 Prior Empirical Studies on Antecedents and Consequences of Proximity Marketing
	4 Agenda for Future Research
		4.1 Use of Proximity to Improve Consumer Experiences and Enhance Their Engagement
		4.2 A View from the Perspectives of Retail Stores
		4.3 Proximity Marketing Platform System Management
		4.4 Comparative Studies Across Various Proximity Marketing Technologies
		4.5 Effectiveness and Efficiency Comparison Between Proximity Marketing Technologies
		4.6 Consumer Interaction with the Proximity Platform and Retail Stores
		4.7 Martech, Artificial Intelligence, and Proximity Marketing
		4.8 Dark Sides of Proximity Marketing
	5 Conclusion
	References
Part VII Practical Implications of Interactive Marketing
34 Customer Interactive Experience in Luxury Retailing: The Application of AI-Enabled Chatbots in the Interactive Marketing
	1 Introduction
	2 The Emergence and Definition of Interactive Marketing
	3 Understanding Customer Engagement Within Interactive Marketing
	4 The Definition of Artificial Intelligence Enabled-Chatbots
	5 The Application of Chatbots in Luxury Fashion Retail
	6 Chatbots in the Interactive Marketing
	7 The Effect of Chatbots on Customer Engagement
	8 The Situation and Challenges of Using Chatbots
	9 Conclusion and Discussion
	10 Future Research Direction
	References
35 Engaging and Entertaining Customers: Gamification in Interactive Marketing
	1 Introduction
	2 Interactive Marketing
		2.1 Overview
		2.2 Need to Be Interactive
	3 Gamification
		3.1 Need to Gamify
		3.2 Gamification in Interactive Marketing
			3.2.1 Virtual Events
			3.2.2 Email Marketing
			3.2.3 Return on Investment Calculator
			3.2.4 Live Video FAQs
			3.2.5 Conversational Marketing
			3.2.6 Click-To-Messenger Ads
			3.2.7 Polls and Quizzes
			3.2.8 Advergames
			3.2.9 In-Game Advertising (IGA)
			3.2.10 Loyalty Programs and Contests
		3.3 Gamification Theories
			3.3.1 Self-Determination Theory (SDT)
			3.3.2 Technology Acceptance Model (TAM)
			3.3.3 Theory of Planned Behavior (TPB)
			3.3.4 Flow Theory (FT)
			3.3.5 Social Influence Theories (SIT)
			3.3.6 Vividness Effects Theory (VET)
			3.3.7 Transportation Theory (TT)
			3.3.8 Engagement Theory (ET)
			3.3.9 Expectancy Violation Theory (EVT)
	4 Findings and Discussion
	5 Implications and Future of Gamification
	6 Conclusion
	References
36 Interactive Experience of Physical Servicescape and Online Servicescape: A Review and Future Research
	1 Introduction
	2 Methodology
	3 Discussion of Results
		3.1 Theoretical Perspective of an Interactive Experience of Physical and Online Servicescape
		3.2 Theoretical Background
		3.3 Online Interactivity and Interactive Marketing
			3.3.1 Interactive Experience of Physical Servicescape
			3.3.2 Antecedents and Consequences of the Interactive Experience of Servicescape
			3.3.3 Online Interactive Experience
			3.3.4 Antecedents and Consequences of Online Interactivity
	4 Discussion
	5 Future Research Direction
		5.1 How Do/What are Specific Individuals (e.g., Firm, Customer), and/or Situational Factors/Dimensionalities Affect and/or Interact to Generate Servicescapes of Physical, Online, Omnichannel, and Phygital Interactive Experience Contexts?
		5.2 How Could Newly Developed Technologies Be Applied to Both Contexts to Enhance the Interactive Experience?
		5.3 What is the Role of Branded Content Experience and Influencers in Driving Online Interactivity?
		5.4 Are Multichannel and Omnichannel Activities Driven Through Online Interactivity?
		5.5 Do Social Media and Mobile Apps Influence Customer Engagement and the Type of Experiences with a Brand or Corporation?
		5.6 How Can the Effectiveness of Interactive Experience of Services Be Measured and Evaluated for Different Contexts?
		5.7 What Are the Dark Sides of Online Interactivity?
	6 Conclusion
	References
37 The Role of Touch, Touchscreens, and Haptic Technology in Interactive Marketing: Evolution from Physical Touch to Digital Touch
	1 Introduction
	2 Traditional Tactile Effects in Interactive Marketing
		2.1 Consumers Interact with Products Through Physical Touch
			2.1.1 Tactile Designs in Packaging
			2.1.2 The Role of Touch in Multisensory Marketing
	3 Need for Touch
		3.1 Autotelic NFT
		3.2 Instrumental NFT
	4 Interpersonal Touch in Direct Marketing
	5 Digital Touch in Interactive Marketing
	6 Consumers Interact with Products Through Touchscreens
		6.1 Direct Touch Through Touchscreens vs. Indirect Touch Through a Mouse
		6.2 Touchscreen Gestures
	7 Sensory Compensation for the Lack of Physical Touch in the Digital World
		7.1 Textual and Visual Haptic Information
		7.2 Vicarious Tactile Experience
		7.3 Haptic Technology and Smart Gloves
	8 General Discussion
	9 Future Research on Touch in the Physical World
	10 Future Research on Digital Touch
	11 The Power of Touch Across Physical and Digital Worlds
	References
38 It’s Fun to Play: Emoji Usage in Interactive Marketing Communication
	1 Introduction
	2 Method
		2.1 Databases and Conference Proceedings
		2.2 Content Analysis
	3 Findings
		3.1 Emoji Functions
			3.1.1 Emojis in Sender–Receiver Interactive Communication
			3.1.2 Emojis in Consumer–Brand Communication
			3.1.3 Emojis Used as the Measurement
		3.2 Factors Influencing How People Use Emojis
		3.3 The Effects of Emojis on People’s Responses in Interactions
			3.3.1 The Use of Emojis
			3.3.2 The Position of Emojis
			3.3.3 The Repetition of Emojis
			3.3.4 The Meaning of Emojis
			3.3.5 The Type of Emojis
	4 Discussion
	5 Limitations and Directions for Future Research
	References
Part VIII A Necessary Evil? Unintended Consequences of Interactive Marketing
39 Consumer Incivility in Virtual Spaces: Implications for Interactive Marketing Research and Practice
	1 Introduction
	2 Literature Review: A Historical Overview of Incivility Research
	3 Consumer Incivility on SMNs
		3.1 Forms of Consumer Incivility
		3.2 Causes and Impact of Consumer Incivility
		3.3 Consumer Incivility Management
	4 General Discussion and Concluding Remarks
	References
40 The Dark Side of Gamification in Interactive Marketing
	1 Introduction
		1.1 Gamification in Email and Content Marketing
		1.2 Gamification in Customer Relationship Management
		1.3 Gamification in E-commerce
		1.4 Gamification and Social Media Marketing
	2 Literature Review
		2.1 Key Dimensions of the Dark Side of Gamification in Online Marketing
		2.2 Design-Based Challenges in Gamification
		2.3 Lack of Planning and Strategy
		2.4 Bad Processes
		2.5 Poor Design
		2.6 Unrealistic Expectations
	3 Challenges in Adopting Gamified Marketing Solutions: Pre-Implementation, During Implementation, and Post-Implementation
		3.1 Pre-Implementation Challenges
			3.1.1 Lack of a Clear Definition
			3.1.2 Lack of a Goal or Desired Outcomes
			3.1.3 Lack of Buy-In from Stakeholders
			3.1.4 Make v/s Buy Decisions
		3.2 During Implementation Challenges
			3.2.1 Test Marketing or A/B Testing
			3.2.2 Technology Equipping
		3.3 Post-Implementation Challenges
			3.3.1 UX/UI Design
			3.3.2 Cyber-Security and Data Privacy
		3.4 User-Based Issues Leading to Lesser or No Impact of Gamification
		3.5 Undesired Competition
			3.5.1 Dis-Engagement
			3.5.2 Loss of Performance
			3.5.3 Undesired/Off-Task Behavior
			3.5.4 Declining Effects
			3.5.5 Threat of Information Disclosure
	4 Discussion
	5 Managerial Implications
	6 Conclusion
	References
41 Ethical Considerations in Gamified Interactive Marketing Praxis
	1 Introduction
	2 The Ethics of Gamification
		2.1 Concept
		2.2 Major Ethical Concerns Towards Gamification
			2.2.1 Manipulation
			2.2.2 Exploitation
			2.2.3 Psychological distress
			2.2.4 Conflict with cultural norms
	3 Gamification and Consumer Ethical Decision-Making
		3.1 Consumers’ Ethical Decision-Making Frameworks
		3.2 Factors Influencing Consumer Ethical Judgement Towards Gamification
			3.2.1 Previous Experience with Gamification
			3.2.2 Gamification Design Type
			3.2.3 The Ethical Perspective of the Consumer
			3.2.4 Moral Intensity
			3.2.5 Social Environment
	4 Monitoring of Gamification in Marketing Practice
	5 Conclusion and Contribution
	6 Limitations and Future Research Directions
	References
42 Value Co-creation or Value Co-destruction? the Role of Negative Emotions in Consumer-Firm Interaction in the Social Media Platform
	1 Introduction
	2 Consumer-Firm Social Interaction and the Role of Customers’ Emotions
	3 Methods
		3.1 Data Pre-processing
		3.2 Data Analysis
	4 Results
		4.1 Negative Emotions in Peaks of Adverse Social Media Comments
		4.2 The Link Between Customers’ Negative Emotions and VCD
	5 Discussion
		5.1 Customers’ Emotions and Social Interaction
		5.2 Emotions, Typology of Problematic Interaction, and VCD Process
		5.3 Managerial Implication: Preventing VCD from Happening
	6 Conclusion, Limitation, and Future Research
	References
Glossary
Index